Abstract

Among consumers have different decision in choosing meat broiler. This study aims to know segments potential meat broiler consumers, preference of consumers in choosing meat broiler and find the factors that affecting the amount of meat broiler consumpsion in traditional markets in subdistrict Kampar Province of Riau. The primary data was obtained by interviewing 90 respondents using questionaire. Descriptive analysis and regression analysis were used to analyse data. Variable observed is respondents profile, attribute chicken and the factors that affecting the amount of consumption. This research result indicates segments potential meat broiler consumers in traditional markets in Subdistrict Kampar is a female, who has range age 30-40 years, having 3-5 family numbers with the level of high school education, senior high school or equivalent background and have a job as a farmer. Attribute chicken broiler trade which became preference of consumers in traditional markets Subdistrict Kampar, the price of affordable they can bargain, nutrition content high, cleanliness meat, smell, color fresh and texture chicken broiler spongy. While the factors that affecting the amount of their consumption of meat broiler chicken in traditional markets Subdistrict Kampar are the price of meat broiler, the number of family members and price other meat. Factor income is not significant influence consumption where factors the number of family members and price other meat have had a positive impact on the number of consumption. While factors the price of meat broiler itself has negative effects on the number of their consumption of meat broiler chicken.